Enterprise Social Media: 5 Emerging Trends

Heidi Ambler - Social Software DirectorLuis Benitez - Social Software Product Manager

#socbiz5Saturday, March 10, 12

Who We Are

@Lbenitez @heidi_ambler

http://www.lbenitez.com http://synch.rono.us

#socbiz5Saturday, March 10, 12

Attending #socbiz5 at #SxSWi . This session by @Lbenitez & @heidi_ambler is ROCKIN’!

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Trends

1. Social Technology Re-Shapes Corporate Culture

2. Social Technology is the New Intranet

3. Social Standards Come to the Enterprise

4. Social Meets Mobile

5. Social Technology Drives Business

#socbiz5Saturday, March 10, 12

Trend #1: Social Technology Re-Shapes Corporate Culture

CxO’s Are Ready To Embrace Social Media

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Many Social Media Sites

Each one representsdifferent behavior

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CEOs Embrace Social

Source: http://agbeat.com/real-estate-technology-new-media/ceos-cite-business-exposure-as-the-top-reason-for-using-social-media/Dec 2011

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The Results Are Clear

Source: http://agbeat.com/real-estate-technology-new-media/ceos-cite-business-exposure-as-the-top-reason-for-using-social-media/Dec 2011

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But Is Your Culture Aligned?

“Culture eats Strategy for lunch...”-- Coffmann Organization, 2009

STRATEGY

CULTURE

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EMBRACING CULTURE

Embrace Existing Culture

Behavior not aligned to strategy

New employees do not understand what is trustworthy or successful behavior

Experienced employees focus on “command and control” of unsuccessful behavior

IGNORING CULTURE

Behavior aligned to organizational principles and values

New employees better understand trustworthy behavior

Experienced employees focus on coaching and share wisdom about successful behavior

Source: EverystockPhoto.com

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Real World Example• Vision: Weave social into everything

• Created VP Social Media & Digital Communications around vision

• Partners with IT to make social happen

• Embraced transparency as a core value

• Social media amplifies good ideas - improves processes

• Employees practice social media comms internally Source: http://www.informationweek.com/thebrainyard/news/social_networking_private_platforms/232500105

Jan 2012

Engaging

Transparent

Nimble

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A Big Opportunity...

Source: http://www-935.ibm.com/services/us/cmo/cmostudy2011/cmo-registration.htmlNov 2011

68% of CMO’s feel unprepared to manage social media

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Recommendations• Setup Social Computing Guidelines

• Feel free to copy ours: http://bit.ly/SocBizGuidelines

• Set Up your Social Business Etiquette

• IT and LOB’s should work together to ensure success

• Recruit early adopters -- those already socially active

• Don’t forget about compliance / governance!

• Be prepared to be agile and adapt Source: http://ibm.co/SocBizEtiquetteJan 2012

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Trend #2: Social Technology Is The New Intranet

It’s no longer about locking content in an email ecosystem

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Social Inside

Source: http://www.informationweek.com/thebrainyard/news/community_management_development/231903248/internal-social-networks-now-important-proving-groundNov 2011

“... companies are implementing social from the inside out [...] they are testing the waters by deploying intranet-based social systems. The top three drivers for such deployments are employee collaboration, efficiency in locating people and resources, and idea generation” ...

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Social Where?

Source: IBM Tech Trends Report http://ibm.com/developerworks/techtrendsreportNov 2011

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Spending is IncreasingEnterprises will spend $3.5 Billion in 2016 in enterprise social software up from $0.5 Billion in 2010

Source: http://www.idevnews.com/stories/5045/In%202012,%20Workers%20To%20Demand%20More%20Social%20Media,%20Mobility,%20Report%20SaysJan 2012

That’s 700% growth!

Source: http://bit.ly/IDCSocBizJune 2011

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Why ? Social Improves:

• Product Innovation

• Workforce Optimization

• IT Support

• Marketing

• Operations

Source: http://www.slideshare.net/rhappe/the-2011-state-of-community-managementMar 2011Learn more: http://bit.ly/IBMSocBizStories

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Real World Example

• Employee asked how to get more paint trays

• Others asked how she was selling so many

• She shared her idea on how to sell paint trays

• When scaled, idea generated > $1 Million in additional revenue

Source: http://itsinsider.com/2011/09/30/serendipity-happens-to-deliver-million/Sep 2011

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Recommendations

• Integrate

• Integrate

• Integrate

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Recommendations

100% usage increase afterintegration with portal

• Integrate

• w/ Intranet

• Integrate

• w/ Email/IM

• Integrate

• w/ biz apps60 Second Social: http://bit.ly/60SecondSocial

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Trend #3: Social Technology Standards Come To The Enterprise

It’s an App Revolution!

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Why OpenSocial?

“The whole premise of efforts like OpenSocial is that social business activities should not be isolated from the work going on in other applications”

Source: Dion Hinchcliffehttp://www.zdnet.com/blog/hinchcliffe/opensocial-20-will-key-new-additions-make-it-a-prime-time-player-in-social-apps/1603

Jul 2011

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OpenSocial

■ Common set of Social APIs and Mini Applications (Gadgets)

■ Provides a container to run gadgets

■ Develop once - run in multiple places!

■ Initially targeted at consumer web

■ More enterprises now adopting!

■ Play with it! http://bit.ly/OSSandbox

Implementations Include: Cisco, SAP, IBM Connections, Atlassian, Google, Yahoo, MySpace, LifeRay, Oracle, Jive, Magneto,

Tibco Tibbr, Surfnet, Paypal . . .

Tweets from Other Vendors at the OpenSocial State of the Union

(May, 2011)

Source: http://docs.opensocial.org/display/OSD/List+of+OpenSocial+ContainersOct 2011

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Activity Streams■ The primary event propagation mechanism for

Social Business

■ Streams aggregate events from multiple systems / sources■ YouTube■ Twitter■ Facebook

■ Can be filtered based on source / action required■ Events provide “embedded experiences”■ Provides a single go-to place to view and interact

across multiple places

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OAuth

■ Delegated Authorization provides a means for interaction between gadgets

■ Can use a variety of authorization mechanisms (SAML, etc.)

■ Cornerstone of security in Social Business■ Rapidly evolving specification■ Supported by: Twitter, Facebook, Google,

and many more!

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Develop Once, Use Everywhere

For example, gadgets for... CRM HR Customer Support Doc management Workflow Rich Media and more . . .

Same GadgetBut Different Experience on

Different Platforms and Containers

Email

Tablets Blackberry

iPhone

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Real World Example• Made paperless a reality allowing users to sign legal documents

securely (e.g. NDA)

• Uses OpenSocial and Embedded Experiences

• Becomes part of the social workflow

• 6-7 click process becomes 1 click

• reduces loan processing time

• $35,000 additional revenue / monthSource: http://www.curiousmitch.com/2012/02/replay-of-the-social-app-throwdown-at-lotusphere-2012/Jan 2012

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Recommendations

HTML5 ARIA SAML

• Socially-enable your existing solutions / investments

• Bring social to the user

• Don’t build social as a silo

• Focus on open standards and “loosely coupled” web architectures

• Drive enterprise innovation by leveraging rapid innovation on public web

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Trend #4: Social Meets Mobile

Collaborate anytime, anywhere with anyone!

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IT Looses Control“Individual employees are able to put the latest mobile devices and apps to productive business use faster than their employers can. [...] What it means: Companies have little control over who uses these.”

Source: Forrester: http://blogs.forrester.com/stephen_mann/11-08-15-social_cloud_what_about_mobile Aug 2011

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Explosive Mobile Growth• Apple sold more mobile devices in 2011 than Macs in last

28 yrs

• More than 50% of Facebook’s activity is via mobile

• 64.2M use mobile for social networking in the US

• 88% companies report employees use

personal devices

• #2 priority for CIO’s in 2012

Source: http://techcrunch.com/2012/02/01/facebook-has-425-million-mobile-monthly-active-users-up-from-350-million-in-september/ Feb 2012

Source: http://www.zdnet.com/blog/btl/apple-sold-more-ios-devices-in-2011-than-it-sold-macs-in-28-years/69717Feb 2012

Source: http://mashable.com/2012/02/23/comscore-mobile-study/Feb 2012

Source: http://www.gartner.com/it/page.jsp?id=1897514Feb 2012

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© 2012 IBM Corporation

Mobile Trends

Source: IBM Tech Trends Report http://ibm.com/developerworks/techtrendsreportNov 2011

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Real World Example

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Real World Example• Colgate implemented BYOD 1 year ago

• Employees access internal social media & email via personal mobile devices

• Saves at least ~$1M by not issuing devices to employees

• “Mobility is the wave of the future”Source: http://www.technologyreview.com/business/38182/

Aug 2011

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Recommendations• Design with Mobile in mind

• Don’t leave mobile as an after thought

• Embrace and plan for BYOD

• When selecting social media provider, ensure mobile access

• Maximize ROI by leveraging open standards

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Trend #5: Social Technology Drives Business

Increase sales, customer retention, and customer satisfaction

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Social Means Business!

Standout organizations are 57% more likely to allow their employees to use social and collaborative tools

Source: IBM CHRO Studyhttp://www-935.ibm.com/services/us/chro/chrostudy2010/index.html

Oct 2010

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ROI is Measurable

90% of organizations report higher revenues, better access to knowledge, and lower costs of doing business by using Web 2.0 technologies

Source: McKinsey Global Survey 2010http://www.mckinseyquarterly.com/Innovation_and_commercialization_2010_McKinsey_Global_Survey_results_2662

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How Do I Achieve These Results?

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90% of the world’s data has been created in the last 2 years

Source: http://www-01.ibm.com/software/data/bigdata/Dec 2011

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Social Media Monitoring• Enterprises are increasingly

monitoring social media

• Twitter, Facebook,LinkedIn, Quora, etc

• Provide Customer Support

• Discover New Ideas

• Monitor Competitors

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Analytics Make You Smarter• Increasing # of companies

leveraging social analytic tools

• Both inside and outside the firewall

• Can analyze employee & consumer sentiment

• React immediately

• Anticipate customer needs

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Two Worlds... Apart?

• External Social Media:

• Usually handled by PR & Marketing

• Limited employee participation

• Involves many tools

• Internal Social Media:

• Usually handled by IT

• HR is a big stakeholder

• Employees interact on their own

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After deploying social software externally, IBM realized savings of $100 million by reduced support costs

IBM converted its online documentation to Wikis

BP’s & customers now contribute intellectual capital to build the best knowledge base

IBM developerWorks Wins Forrester Groundswellhttp://www.bilal.ca/developerworks-forrester-groundswell-ibm/

Oct 2010

Real World ExampleForrester Research

Groundswell Award!

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Recommendations• Reduce operating costs and achieve

higher revenues by leveraging big data

• Don’t just monitor social media -- make

sense of it via analytics

• Use analytics inside and outside firewall

• Build a bridge -- let your employees

become your voice

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Summary• Senior level executives are ready for a

transformation

• Internal social media provides an excellent test

bed

• Open social standards maximize ROI and accelerate adoption

• We are more mobile and more interconnected

• Do it!

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Thank You!http://www.ibm.com/social

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